Proforma brought meaningful community action to its annual convention in Nashville by assembling 400 personalized welcome bags for students of the W.O. Smith Music School. More than 120 attendees participated in crafting these kits, which included essential school items and heartfelt, handwritten messages of encouragement for both students and volunteer
Dr. Valerie Cordero, Executive Director of the W.O. Smith Music School, lauded the initiative’s impact: the supplies and uplifting notes, she explained, “will provide our students with the tools and motivation they need to keep pursuing their lessons,” while also recognizing the significant role of volunteer instructors in sustaining arts education.
The service project was embedded within the convention’s Women’s Session, which featured a keynote by Dr. Cordero, a roundtable with women leaders in the print and promotional products industry, and a collaborative luncheon. It reinforced the power of education, the arts, and professional networks.
Vanessa Edwards, Proforma’s Director of Business Development, conveyed the event’s spirit: “Music has the power to shape lives, and being able to contribute in a meaningful way alongside our Proforma Family is incredibly rewarding.” Michelle Dalton, senior vice president of Owner and Supplier Success, added that the project represents “more than a service project—it’s a way for the Proforma community to help open doors for the next generation through creativity, education, and compassion.”
The project also mobilized substantial support, with combined in-kind and financial contributions totaling more than $30,000 for the school.
Proforma’s example underscores a valuable trend in franchising: transforming corporate conventions into platforms for social investment. By aligning industry gatherings with community service, franchise networks demonstrate how business events can embody brand values while fostering meaningful local impact.